From Great Britain to Japan, KitKat thinks global, does local work

De la Grande-Bretagne au Japon, KitKat pense global, et agit local

In December last year, Swiss chocolate maker NestlĂ©, located on the scenic shores of Lake Geneva, launched an online advertising campaign for the “whiskey barrel-aged” KitKat in Japan.

According to literature, three layers of wafers were coated with chocolate made from “rare cocoa beans” aged for 180 days in Scotland from “Isle of Isle -” Holy Land “Scotland” to “Holy Land” for this drink .

Paradoxical form of globalization

It clearly gave the candy bar “a fine whiskey aroma” and it “creates a feeling of calm and relaxation”.

Does this sound strange or amazing to you? Is it a display of culinary creativity by Japanese pastry chef Yasumasa Takagi, who developed the recipe? Or is this just an example of a gadget that consumer goods companies are using to chase margins? Probably all of this at the same time.

But there is another way to explain this Scottish, Swiss and Japanese innovation: as a symbol of the paradoxical nature of today’s globalization, which can make us think of cultural identity, labels and diversity.

We live in an era once marked by unimaginable levels of global interrelationship, driven in part by digitization. After all, this is why chocolate made from cocoa aged in Scotch whiskey casks can be so easily advertised to Japanese consumers – and discovered by me, a living English journalist. in New York.

“There is another way to explain this Scottish, Swiss and Japanese innovation: as a symbol of the paradoxical nature of today’s globalization, which can lead us to think about cultural identity, labels and diversity”.

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Yet when digital platforms, freighters, and planes make connections (and contagion), we are also experiencing an anti-globalization struggle full of economic anguish, geopolitical tensions, populism and insecurity as opposed to development. […]

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